Strategies and recommendations for vendors
The Demand Side Platform (DSP), formerly known as Amazon Advertising Platform (AAP), offers advertisers in the display and programmatic environment a combination of maximum reach and Amazon’s extensive database regarding buying interests and buying behaviour. No one else – neither Google nor Facebook – has more precise information on the purchase decision process than Amazon. This database allows the advertiser extremely precise targeting. But how do you make use of the DSP?
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If programmatic marketing is seen in many areas merely as a means of increasing brand awareness, DSP display and retargeting campaigns can be used to achieve a precisely measurable effect on a manufacturer’s or brand’s sales. This makes Amazon and DSP particularly attractive in the current discussion about the effectiveness of online media measures and offers a serious alternative to the status quo in programmatic advertising.
Through DSP, marketing and sales merge and the most relevant key figures at the bottom of the funnel comes to the forefront: sales. Especially in combination with the possibilities of Sponsored Ads, the entire purchase decision process is covered and a campaign mix with maximum efficiency and directly measurable monetary output is created for manufacturers and brands.
In the DSP Whitepaper, factor-a shows you how to successfully design a campaign setup.
